EXCLUSIVE: Well, they've done it again. SA Tourism Commission has launched its follow up to the acclaimed 'Let Yourself Go' ad, with a spot featuring Nick Cave's darkly seductive 'Red Right Hand'. Oh, and they're keeping KWP! after a pitch.
The South Australian Tourism account has been up in the air for a while now with a creative review underway for the past few months, but the tourism body has confirmed to AdNews that the Adelaide-based agency has retained the account.
The spot is another cracker from KWP!. The campaign promotes the “raw authenticity” of the Barossa wine region, backed with the Nick Cave & the Bad Seeds track 'Red Right Hand'. It was shot by renowned director Jeff Darling.
Darling said: “After Kangaroo Island, it was fascinating to revisit the tourism genre, to open up the language and to bring out the soul of another, very different place. The approach was to bring out a sense of vitality, heritage and for me this frontier sense that is borne out of its producers and the experience of spending time there.”
The spot follows South Australian Tourism Commission's 'Let Yourself Go' campaign, which was deemed the best television ad of 2012 in the AdNews Annual. The 'Let Yourself Go' ad was another campaign with a great musical track, featuring music from Pearl Jam's Eddie Vedder.
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